HRH Crown Princess Mary of Denmark delivers LEGO bricks to the children of Rio

On 3 August, HRH Crown Princess Mary of Denmark delivered 5000 boxes of LEGO-bricks to municipal schools in Rio de Janeiro. The occasion was part of a larger Denmark campaign during the Olympic Games in Brazil.

5000 boxes of Danish LEGO-bricks will soon fill up the floors at a selection of municipal schools in Rio de Janeiro. Here, the bricks will give joy, entertain and stimulate children of up to 6 years of age, who have been granted one of the places offered by the Institute of Child Education, to ensure the children a better school attendance and a good start to life.

The LEGO-bricks were delivered by HRH Crown Princess Mary of Denmark to Professor Norma Andrade Nogueira of the Institute of Child Education (EDI) on 3 August 2016 at an official event. Also present was Rio’s Secretary of Education of the City of Rio de Janeiro, Helena Bomeny.

The event was part of a larger Denmark campaign staged during the Olympic Games in Brazil to promote Danish culture, business, sport and tourism.

”LEGO has become one of the world’s strongest toy brands, because they know how to take children’s play seriously and they recognize its significance in child development and learning. The same line of thought is reflected in other parts of Danish society, where play is used as a means to bring people together and to encourage innovation and creativity. And it is some of these Danish examples, that we would like to share with the Brazilians and the rest of the world, with our Heart of Denmark initiative,” says the CEO of VisitDenmark, Jan Olsen.

Also attending the event were teachers, parents, and children at a local school as well as the President of the Danish-Brazilian Chamber of Commerce, Mr. Jens Olesen and the CEO of VisitDenmark, Mr. Jan Olsen.

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A 300 m2 pavilion will provide the backdrop for a largescale Denmark promotion of Danish business, culture, sport and tourism during the 2016 Olympic Games in Rio. The aim is to inspire visitors by showcasing the country in all its finery and to add to the global understanding of Danish values and creativity. The Danish pavilion, which has been dubbed “Heart of Denmark” is designed by Henning Larsen Architects and is located on the worldfamous Ipanema Beach. The Danish Ministry of Business and Growth and VisitDenmark are co-hosting the event, which has also been supported and developed in cooperation with The Industry Foundation, Nordea-fonden, Realdania and Grundfos.


The Institute of Child Education - EDI falls under the educational scheme ”Schools of Tomorrow” run by the City of Rio de Janeiro. Among other things, it offers free schooling to children aged 6 months to 6 years. The educational scheme targets children in exposed areas of the city to offer them a better start to life and to school attendance, and includes schooling from 7.30 am to 4:30 pm and meals all day.